電子商務發展迄今已逾數十年，近年來隨著網路頻寬的改善，
更加速全球跨境電子商務的發展，台灣市場由於規模有限，再加上
國際電子商務平台巨擘的競爭，已呈現紅海化的趨勢，如果台灣業
者只經營國內市場，恐將會面臨市佔率下滑，獲利萎縮的窘境，所
以跨境電子商務的經營模式，已經成為台灣電子商務平台業者不得
不面對的課題。
歐美地區電子商務與台灣相比較相對成熟，台灣業者如果想要跨
足難度將非常高，所以相對落後的東南亞市場是台灣業者跨出海外
的不錯選擇，然而跨境電子商務成功與否，與商業模式息息相關，
因此，本研究即針對跨境電商業者的商業模式，採用個案訪談的方
式，收集九大構成要素：目標客群、價值主張、通路、顧客關係、
收益流、關鍵資源、關鍵活動、關鍵合作夥伴以及成本結構等相關
資料，再考量業者的商業規模以及東南亞市場特性，綜合分析評
估，最後得出業者的成功機會。

E-commerce has been developed for more than decades. In recent years, with the improvement of network bandwidth, the development of global cross-border e-commerce has been accelerated. Due to the limited scale of the Taiwanese market and the competition of the international e-commerce platform giants, it shows a trend Taiwanese market is becoming Red Sea Market. If Taiwanese operators only run the domestic market, they will fall into the drawbacks of falling market share and shrinking profits. Therefore, the business model of cross-border e-commerce has become a topic that Taiwan e-commerce platform operators have to face. E-commerce in Europe and the United States is relatively mature compared with Taiwan. If the Taiwanese operators want to expand to there, that is a high level of difficulty, the relatively backward Southeast Asian market is a good choice for Taiwanese operators to go overseas. However, the success of cross-border e-commerce is closely related to the business model, therefore, this study is aimed at cross-border e-commerce business models. Make use of case interviews to collect the information of nine major components： Customer Segments, Value Propositions,
Channels, Customer Relationships, Revenue Streams, Key Resources, Key Activities, Key Partnerships and Cost Structure, think over the case’s business scale and the characteristics of Southeast Asian market, and then analyze and evaluate, finally find out the success opportunities of the case.

中文文獻
1. Alexander Osterwalder、Yves Pigneur（2018）。獲利世代。 早安財經文化 。 2. 賀光輝、顧鳳祥（2017）。多平台營運-跨境電商理論與實務。 3. 朱訓麒、楊惠夙（2015）。臺灣廠商跨境經營全球電商市場教戰手冊。 4. 吳燦銘（2019）。電子商務一定要懂的 16堂課。 5. 劉家昇（2019）。電商從 0到 1，Zero to One廣告。 6. MIZUHO（2018）。圖解東協潛商機，城邦讀書花園。 綜合研究所 。 英文文獻
A.T. Kearney, 2012, E-Commerce is the next frontier in globalexpansion。
網站資訊
1. MBA智庫百科（2019）。https://wiki.mbalib.com/wiki/。
2. 跨境電商生態村。http//www.17cross.org.tw/ 。
3. eMarketer（2018）。CROSS-BORDER ECOMMERCE。
https//www.emarketer.com/topics/。
4. 跨境電商服務網。https：//www.globalec.tw/info2/view/library1/36/36。
5. 美國商務部國際貿易局。export.gov